$140M Without a Realtor Referral: The System That Makes Agents Chase You

Why he built the framework

Wally Elibiary: The goal today is to show you the tools for how you go from begging for mortgage business to filling up your pipeline using Homebot. Before we go through it, the biggest thing I want everybody to understand is the framework and why I built it. I did not build this to make bazillions of dollars. I built it specifically so I can be a more present parent. There is an easier way of doing business, and my goal today is to show you the road map for that easier way.

Wally Elibiary: Number two, to be a more present spouse. I have been successfully married for 21 years and I still love my best friend, and we have two great boys I will talk about in a second. Number three, how to own a business that I actually own and that does not own me. We have all been sold this hustle mindset, that you have to hustle your way to the top and hustle your way to the commissions, and that is just not true. Number four is how I am able to take over $1 million in commissions from my database year after year after year. The framework behind that is really simple. It is a four-step process, and you will learn about it today.

Wally Elibiary: My four commitments to you today: what took me years to learn, our coaching clients are learning in 90 days or less. What I learned the hard way, they are learning the easy way. The mistakes I made starting out, they are learning to avoid, and that gives me a lot of purpose. My goal is for you to take advantage of my previous losses and make them your wins.

The climb from $36 million to $200 million

Wally Elibiary: So you do not think I am a yahoo, here are my last few years of production, and there is my Reid snapshot if anybody wants to look at it. $194 million in production last year. If you look at the last five years combined, my team and I have done over $1 billion in fundings. So hopefully you believe I know how to originate a loan or two.

Wally Elibiary: What I want to talk about is the climb. How did I go from $36 million to $45 million to $81 million to $100 million, and not in a refinance boom? Then what did I do to rebuild and refocus the business in 2017 at $78 million and 2018 at $86 million? Here is the climb I want you to focus on. When I started turning my database into a data bank, it was over $100 million in 2019, then it jumps to $153 million, then $200 million, and it has been about $200 million ever since.

Wally Elibiary: Most importantly, how did I build a business focused on my database that allows me to take over 20 weeks of vacation a year? I take 10 weeks minimum with my wife and my two sons, five weeks with just my wife, and over five weeks on golf trips. The whole point is that you can build a business you run to have a quality of life, not just a quality business, if you stop only focusing on realtors. Since I do not know how to sit still, I launched my own mortgage company, Aspire Mortgage Advisors, with a done-for-you service built on everything from 24-7 Mindset.

Wally Elibiary: My team funded $35 million last month. That is not the impressive part. The impressive part is that $9 million of that $35 million came from scheduling by our client concierge team. Those are the past client deals we closed last month, and a lot of it came from one simple thing: a client concierge team working the 300-plus triggers a month that come from Homebot. What you are going to learn today is how I utilize their platform, the 19 possible triggers that happen, what scripts I use, what templates I use, and how I convert those triggers.

Celebrity in public, phony in private

Wally Elibiary: This is one of my least favorite parts, but it is a good confession for everybody to understand. For many years I felt like a celebrity in public but a phony in private. Todd Duncan is like the godfather of mortgage, and I was at one of his Sales Mastery events where he was giving me the lifetime achievement award, which is like his mortgage hall of fame. 2,000 loan officers, a standing ovation, absolutely a great experience.

Wally Elibiary: The next day, after I came home, it kicked me in the teeth. We were supposed to go to Disneyland as a family. The next morning I was walking out into the front foyer of our house and my youngest son, Alex, who was five at the time, saw me and said, "Oh, Dad, you're coming with us?" You cannot be mad at the kid. I missed more dinners than I ever made. I missed more sporting activities than I ever made. I was more married to my business than I was to my own wife, my own best friend. The whole point of this is that I want you to have a quality of life and a quality business and not make the mistakes I made. I have plenty of scars, plenty of bruises, plenty of dinners I missed because my focus was realtors, realtors, realtors.

Wally Elibiary: What is super cool is that Alexander is now 19 and a sophomore at Baylor, and Brian, my 20-year-old, is a junior at Arkansas. They are both home for the summer, in the room down the hallway, calling my database and scheduling annual mortgage reviews on my calendar. Your kids calling your own database and successfully scheduling annual mortgage reviews for you. That is a proud dad moment.

Wally Elibiary: Then I wrote the book. 24-7 Mindset hit Wall Street Journal bestseller, 17,000 copies sold its first week, 91,000 copies total. I built the 24-7 Mindset Academy, and over 3,100 loan officers have graduated from it. The reason I wrote the book and built the academy is that there are so many failures I have had, so many mistakes I have made, so many hard situations I lost, and my goal is to help you avoid them. Homebot also arranged for attendees to get a free do-it-yourself course I built, 11 sections, 32 lessons, and 36 minutes of training on how I use Homebot in a $200 million mortgage business.

Loan officers who are running this framework

Wally Elibiary: I want you to understand I am not some sort of unicorn. Jeremy Owens, out of Atlanta, built this framework over the last three years and tripled his income. Anthony La Force, here in Dallas, added $2 million more in production to his pipeline in the last 90 days. Chad Fleener generated $72,000 in commissions in his first 30 days. Travis Newton, $96,000 in commissions in his first 30 days.

Wally Elibiary: Matt Balmire used to be a call center loan officer with no database, no realtor business, and no loans. He went from zero production to $50 million in production in three years. Martin used to be a stockbroker, the market crashed, and he went from zero loans and zero realtors to $30 million in production in his first two years. Kim Butler, with Nexa Mortgage, learned how to get referrals from financial advisors and got two the first week.

Wally Elibiary: My favorite story is Tara, which we will go through in a minute. Tara was battling cancer and had to rebuild her business, and she was able to refer out to a financial advisor and get a referral back from a Homebot trigger. Justin St. Clair, in Oregon, doubled his production without working more hours. The list goes on, but the point is that there are other people working smart, and you do not have to work hard. It would be beautiful if you learned to work smart and work hard, and that is the goal today with Homebot.

The three legs the business stands on

Wally Elibiary: My business stands on three legs. Number one is the post-closing process, which is the client concierge process. For our coaching clients it is equivalent to at least one more loan a month from their database. If your average commission is $5,000, implementing the post-closing process is a quick $60,000 in extra commissions a year.

Wally Elibiary: The second framework is called the fifth page of the 1003. It has been around since the seventies and eighties. If you print out a loan application, your 1003 is only four pages. The fifth page is how you get or give a CPA referral on every loan application. How you get or give a financial advisor referral. How you get or give a family will attorney referral. How you get or give an insurance agent referral. On every single loan application, there is a framework to pull out eight different referrals.

Wally Elibiary: The third is the six-lane highway, and it is how 70 percent of my business does not come from realtors. It comes from CPAs, financial advisors, family will attorneys, and insurance agents. Our coaching clients are adding another $180,000 on average in commissions from there without chasing realtors. And the thing you will hear me say 9,412 times today is that there is a whole blue ocean of business out there.

Four quadrants and the limitation wall

Wally Elibiary: In my book I talk about four quadrants of being a loan officer: the loan officer, the loan officer team leader, the branch manager, and the executive leader. A loan officer thinks about making a million. They are looking for safety and security, and if they do not work, they do not get paid. This is where we all start, but unfortunately people stay in that area for their whole career. We want to focus on how you become the star quarterback of your mortgage business, how you go from thinking about making $1 million to earning $1 million. Then how do you build human leverage, systems leverage, and technology leverage around you?

Wally Elibiary: There is a limitation wall. You go from I do it, to we do it, which can be you as a loan officer using technology, to they do it. Before you can break through that wall, you have to focus on mindset, leadership, talent, capital, time, education, skills, and support. When you break through, you jump over to netting a million, then to receiving a million. Today we focus on the first two quadrants, because 99 percent of loan officers hang out on that side of the wall. They think about making $1 million but never position themselves to actually earn it. I want to help you go from active mortgage income to passive mortgage income.

Wally Elibiary: I get over 300 triggers a month from Homebot, from my past client database. That is my past client saying: I want to buy a house. I want a CMA. I want to refinance. I want a cash-out loan. If I sell my house, how much equity do I walk away with? Is my market hot, is my market cold? Can I do a home equity line of credit? What does a debt consolidation loan look like? What about an investment property? All of those triggers are built into Homebot at your fingertips, but most people do not know how to get their clients to use Homebot in a way that produces those referrals. And what is super cool about a Homebot trigger is that when it comes to you, it is not connected to a realtor.

Rookie of the year: the post-closing process

Wally Elibiary: Let's break out of the rookie of the year quadrant, where you think about making $1 million. The villain there is that you are living paycheck to paycheck, because every dollar you make is earned income and there is no residual income in your business. Be honest with yourself if this sounds like you: you cannot tell which realtors actually produce, so you chase realtors who never close enough business. You are wining and dining realtors without knowing if they have business to send you. You are guessing who to call because you are prospecting blindly, calling 100 realtors a day, and if you do not have value to share with them, you are not going to make any money.

Wally Elibiary: The guide out of that, which I learned the long and hard way, is the post-closing process. Every mortgage I close, here is what I do. I do a seven-day call with the borrower. Thank you so much for allowing me to help you. I give them the expectations for what the relationship is going to be post-closing. I walk them through the 30-day call, the value they are going to get on the six-month call, and the annual mortgage review. I am in Dallas, so we have the homestead exemption, and I walk them through how to file for it. This call is six or seven minutes total. Everybody has six or seven minutes in their week to make that outbound call to a past client.

Wally Elibiary: The 30-day call is where you start making the money. I review the fifth page of the 1003. I am finding out who their CPA is and who their financial advisor is. If they have a great one, they refer me to their CPA and their financial advisor. If they do not have a great one, or do not have cash value life insurance or any of that, I refer them to my CPAs and financial advisors. I walk them through their payment coupon and who they make the mortgage payment to. I use Mortgage Coach to update their total cost analysis, and you can use MBS Highway or whatever you want. And if you have been in mortgage for more than a minute, you know you have to remind clients multiple times about filing the homestead exemption.

Wally Elibiary: On the six-month call I remind them about homestead again, and I walk them through any new contractors they want access to. Where do I get the list of contractors? The realtor who referred the deal or worked on that closing. I contact them and say, the client we closed six months ago needs an interior decorator, or somebody for blinds, or a pool person. Do you have somebody you want me to refer them to? Then we talk them through utility concierge, how to maximize their utilities, and they get financially prepared for the annual mortgage review.

Wally Elibiary: On the annual mortgage review, we are confirming on the 1003 where they work. Do they still work at the same place or not? This is the biggest difference most loan officers do not understand. Say a past client tells you, yeah, I changed jobs. 99.7 percent of loan officers gloss over that. I say, on your loan application you had a $50,000 401k with ABC company. What did you do with that? Oh, I have not rolled it over. Whoa, time out. I have to connect you with my financial advisor so they can walk you through how to roll it over and maximize your return. Boom, I get a referral right out the door to the financial advisor.

Wally Elibiary: Or if they say, I already rolled it over with my financial advisor, I ask, what do you rate your financial advisor, one to ten? They say an eight. That is awesome, can you refer me to your financial advisor? I need to refer my clients to them, and maybe they will give you a discount on their services. On every single phone call you can get or give a CPA referral, a financial advisor referral, a family will attorney referral, and an insurance agent referral. You just do not know how to yet.

Wally Elibiary: Then you walk them through how to dispute their taxes and shop around their home insurance. I encourage all my borrowers to pay an extra $50 a month or $100 a month, and what source do I use to show them the effect? Homebot. We pull up their Homebot digest, and in the digest you can show them what putting $50 or $100 extra a month toward the mortgage does. It is super easy to account for it there.

Realtor partner intel inside Homebot

Wally Elibiary: I am ADHD, I am dyslexic, and I have dysgraphia. What that means is that for me to learn, I have to watch somebody do the task, read somebody doing the task, and understand the blueprint of somebody doing the task. So every lesson I built is how I use Homebot, where over $200 million of my business is built from, how I learned to monetize my data bank, an amateur versus a professional using Homebot, and how I scaled my database.

Wally Elibiary: What I learned the hard way, and the goal is to teach you the easy way, is how I use Homebot's realtor partner intel to get in relationship with realtors and position myself to adopt their databases. I adopt my realtors' databases into my joint Homebot with them and I market to those people even though I did not close those previous mortgages. It is really easy to take your realtor's database and show them the value of it, but you have to understand which realtors to focus on.

Wally Elibiary: What is beautiful about the partner intel is it shows you who the top realtors in your town are. Number one, who are the top realtors in your town not connected to anybody using Homebot? Number two, who are the top realtors in your town using Homebot with another lender? I reach out to all of them. If they are not using Homebot, I walk them through the value of it and how I can help them co-market to their past clients. If they are using Homebot with a different lender, I ask, does the lender you work with actually refer your clients to CPAs, financial advisors, family will attorneys, and insurance agents? That is how I get them away from their current lender and adopt their database.

Wally Elibiary: From there I walk them through the annual mortgage review: what the purpose is, how to build the presentation, the script breakdown, and they watch me complete an actual annual mortgage review, plus the mistakes I watch loan officers make doing them. At the end of the day, you can try to do this alone or you can follow a system.

Tara, Brian, and Chad: rebuilding from the database

Wally Elibiary: Tara is one of my favorite students. She was battling cancer, lost all her realtors, lost all her business, and had to start over from scratch. She beat cancer, kudos to her, and rebuilt her business. But she did not rebuild it with only realtors. It was financial advisors, CPAs, family will attorneys, and insurance agents. She read the book and the six-lane highway framework, and in her first 30 days she referred a client worth a $7,000 commission out to a financial advisor. That financial advisor referred her back a client worth a $9,000 commission. She approved that client, made the $9,000 commission, and that client was selling and buying a house, so she was able to refer $39,000 in commissions to her realtor partner. She is landing realtors by pulling referrals out of Homebot, giving them to her wealth partners, getting referrals back, and handing her realtor $39,000 in commissions while rebuilding after cancer.

Wally Elibiary: Brian Schmidt is out of Chicago. His biggest challenge was that he only reached out to past clients when it was a refi boom. If you are honest with yourself, that is 99.9 percent of loan officers. They are best friends with their past clients only if rates drop. But you can truly add value to your past clients, and that is what Brian did. He re-engaged them using our mortgage efficiency checkup script and generated $31,000 in commissions from financial advisor referrals in his first 30 days.

Wally Elibiary: Chad Fleener did $72,000 in his first 30 days, but he did not start there. He was unable to grow his business with his past realtors and had no database income coming in. In the academy we focused on turning his database into a data bank so he could be a more present father and husband. In his first 30 days he referred $16,000 in commissions out to his realtor partners, made $27,000 himself, and referred $29,000 in commissions out to his financial advisors, CPAs, family will attorneys, and insurance agents. To do a ton of volume without selling your soul in this business, all you have to do is use a tool like Homebot, pull opportunities out of it, refer them to CPAs, financial advisors, family will attorneys, and insurance agents, get referrals back, and hand them to any realtor you want. You can reward your current realtors for their loyalty, or use those referrals to land new realtors.

Star quarterback: the fifth page of the 1003

Wally Elibiary: Now the star quarterback. When you understand how to break through the barrier of realtors, realtors, realtors, you understand how to multiply your business. Tell me if this sounds like you: you cannot tell which agents are already locked up with other loan officers, so you prospect blindly, burn a lot of time, and get frustrated because you cannot land realtors. You cannot see who is open or who has been spoken for, so you chase the wrong realtors and land agents with no business. My goal is to help you hit the bull's-eye using this framework.

Wally Elibiary: Implementing the fifth page of the 1003 is not that complicated. I do a loan application just like you do. I qualify them on credit, income, and assets just like you do. What I do differently is that while I am going through the application, I am looking at it and saying, you bank at Bank of America, you have $100,000 in the bank, but this section for cash value life insurance is left empty. How much do you have in cash value life insurance? Their response is zero, I only have a term policy. Whoa, time out. I am about to put you $500,000 in mortgage debt, and I can do the best job possible for you, but all I can do is help you play great defense. You do not have a partner in your life helping you generate generational wealth. I am going to refer you to my financial advisor.

Wally Elibiary: Or if they say, I have $100,000 in cash value life insurance, I say, holy smokes, that is awesome. Can you refer me to your financial advisor? I want to refer my clients to them. Can you introduce us on a joint email? That took 30 or 45 seconds of my time, and I do it on every single loan application. I have the same conversation about their insurance agent, their family will attorney, and their CPA or tax strategist.

Wally Elibiary: What is super cool is that I added the human resource manager to the fifth page of the 1003. There are four corporations here in Dallas Fort Worth where I am the preferred lender, and from those four corporations there are about 6,000 employees now in my Homebot digest. When one of those employees raises their hand that they want a CMA, or want to refinance, or want a cash-out loan, they are not connected to any realtor. I can refer them to any realtor in Dallas Fort Worth, and so can you. You just need to learn how to adopt databases into your Homebot and refer them out to your realtors.

Reading the size of a realtor's database

Wally Elibiary: What is brilliant about Homebot is that it helps you identify who to focus on. On the right-hand side of the screen, Sarah has 512 contacts. David has 68 past clients, so we should not focus on him. Tony has only 29 past clients. Rachel has 640 past clients. That is who we need to focus on. Marcus has 93. You do not know any of that unless you are using Homebot. The bigger the database, the bigger the opportunity, and the more untapped potential there is if you understand how to pave your six-lane highway and bring the client concierge post-closing process to life. You become the agent magnet with Homebot because you can actually help them market.

Wally Elibiary: That bull's-eye on the screen is 28,000 households in my Homebot. I have only funded 4,000 past clients. So how was I able to adopt the additional 24,000 people into my Homebot? I get over 300 triggers a month, and all I do is reach out to the people in those databases who have a need: purchase a home, refinance, list a home, do a cash-out loan, consolidate debt, take out money for their kids' college, a home improvement loan. Those are all income-generating triggers at our fingertips in Homebot. But if you are a loan officer with 100 past clients, that is a small batch.

Wally Elibiary: I put together the top 25 realtors in Dallas Fort Worth that I want to go after on a quarterly basis, and out of those 25, I land the top realtor in town every single quarter. How? You have to learn how to get or give referrals from CPAs, financial advisors, family will attorneys, insurance agents, and opt-in databases. I get referrals from those partners through Homebot. Whenever we get referrals back from those partners, I go to my great realtor partners and say, thank you for your loyalty. Then I identify the top realtors in town with the biggest databases that I can build a relationship with, and rinse and repeat, rinse and repeat. That is why you have seen on Reid that I funded over $1 billion in the last five years.

Refer out first, receive referrals back

Wally Elibiary: Kim Butler was super frustrated working with realtors. There is nothing wrong with realtors, it is just that they see us as vendors, not partners. She started implementing the fifth page of the 1003 with her wealth partners, and now she has enough income to take her family on vacation. That might sound small to you, but a beach vacation with the family is awesome when you do not feel married to your laptop. In her first 30 days she referred out five referrals to her financial advisors and got two purchase opportunities back, $28,000 in commissions. Why? She focused on referring out, not receiving referrals.

Wally Elibiary: If you learn anything today, the biggest thing I want you to focus on is that when you focus on referring out, you get more referrals back than you have ever had. Zig Ziglar said that if you focus on helping enough people get what they want, you can get everything you want. I focus on getting referrals to my CPAs, financial advisors, family will attorneys, and insurance agents. They refer me back a ton of business, and then I go to whatever realtor partner I want in town and refer business to them.

Wally Elibiary: Drew, out of Arizona, absolutely hated his life. He was burnt out going after realtors, doing open house leads, cold calling 100 realtors every week. It was exhausting. He started focusing on referring out, not receiving referrals in, and generated $19,000 in commissions from financial advisors in his first three days. He stopped doing open houses. He stopped calling Zillow leads. In the first nine months he funded over 11 loans from those clients.

Wally Elibiary: Martin, the stockbroker, had zero database and zero business, brand new to the industry three years ago. He went from zero to $30 million in three years while every loan officer was struggling to sell 6, 7, and 8 percent interest rates. He learned how to adopt databases from the realtor partners he built relationships with using Homebot. From those databases, triggers popped up, he reached out, built the relationship, and found the need. All you have to do with Homebot is get your client to raise their hand that they have a need. Your job is to fill that need, and you get paid very handsomely to do it. In his first 30 days with us, a brand new loan officer referred $19,000 in commissions out to his realtor partners and made an additional $12,000 himself.

Addition loan officers versus multiplier loan officers

Wally Elibiary: It is not rocket science. 99 percent of the mortgage community are addition loan officers. They go to a realtor, get a referral, get a commission, and go back to that realtor. That is what this industry is built on. The goal today is to show you a different way, which is being a multiplier loan officer. That is what I teach, what I am, and what our coaching clients are.

Wally Elibiary: A multiplier loan officer goes to that same realtor, gets that same referral, but takes that same client and refers them out four different ways: to a CPA, a financial advisor, a family will attorney, and an insurance agent. At minimum, if you follow our scripts and models, you get one to two referrals back. You just turned one commission into three commissions. That is the simple truth of how these loan officers are multiplying their business, and they are adopting databases using Homebot while they do it.

Wally Elibiary: You have the Homebot triggers, and you have the partner intel as a tool to get into any relationship you want. But now you have magnifying glasses on. You understand who the top realtors in your town are on the buyer side and, more importantly, who has the biggest database of past clients. The bigger the database, the more opportunity for you, and the more money you are going to make.

Head coach: where the business actually comes from

Wally Elibiary: How do you become the head coach of your mortgage business, the quadrant where you net a million? I got to this world once I got to about $100 million in production. Tell me if this sounds like you: you cannot see which realtor partners do enough business to be worth going after, so you recruit realtors that are dead weight. Or you are chasing realtors without understanding the importance of the database. It is super frustrating spending your evenings and weekends courting a realtor just to find out they have no business. That is a waste of time for everyone.

Wally Elibiary: Here is how my business breaks down across the six lanes I talk about in the book. My data bank, not my database, because I take withdrawals out of it: 41 percent of my $200 million comes from past clients. Only 30 percent comes from realtors. My financial advisors, CPAs, family will attorneys, and insurance agents are roughly another 30 percent. That is a super healthy business, and 70 percent of the loans I close do not come from realtors. They come from wealth advisors and past clients.

Wally Elibiary: Those clients are better qualified. They have higher credit scores, lower debt-to-income ratios, and actual reserves. They are mostly not first-time homebuyers. Most importantly, when they are referred to me, I am the only lender they are referred to. The majority of the challenge for loan officers is that they have to cut their commissions or they feel like a vendor, because when a realtor refers out, they refer out three different lenders. That always infuriated me. The realtors I refer business to do not refer my name out alongside three other lenders. If you want my referrals from my financial advisor, Mr. Realtor, you are going to refer me and only me.

Wally Elibiary: My average commission is about $8,000 per loan. Attendees shared everything from $2,500 to $8,000. There is a lot of money on the table. My goal is for you to generate three more loans a month. I am not asking for 30 more loans a month. One more loan a month from your past clients, one more from the fifth page of the 1003, one more from your financial advisors, CPAs, family will attorneys, and insurance agents. If your average commission is $5,000, you just added $15,000 in commissions month after month after month.

Wally Elibiary: Robbie Sharva is with Movement Mortgage. His current database was too small, so he took the scripts and templates and adopted an insurance agent's database, 4,000 people. Once that database was in Homebot, triggers started coming up for any mortgage need. From the insurance agent's database, he referred $13,000 in commissions out to his realtor partners in the first 30 days and generated $19,000 in commissions for himself. That is the main reason I have 28,000 households in my database while I have only closed 4,000 mortgages. It is a much bigger batch to get business from.

Wally Elibiary: Jeremy Owens was so focused on realtors that he was working 80 hours a week, until he learned there is a gold mine in past clients. In his first 30 days he broke the ceiling: $22,000 in commissions for his wealth partners, $19,000 in commissions for his realtors, and $27,000 in commissions for himself, without working more hours, without open houses, and without cold calling realtors. Jeremy Williams, with Fairway Independent Mortgage in Nashville, was stuck working evenings and weekends to provide for his family. He put the fifth page of the 1003 and the post-closing framework into his business, sent four referrals out to his wealth partners in the first three days, and referred a $19,000 commission out to his realtors. Feel free to reach out to him.

Sixty-second recap

Wally Elibiary: Let's take a minute, slow down, and digest what you just learned. Now you know how to stop chasing the wrong realtors and have a process for getting in relationship with the right ones. You have seen how to spotlight agents who are locked up with other loan officers, so you can gear your conversation around one question: does your loan officer refer your past clients to CPAs, financial advisors, family will attorneys, and insurance agents? That is how a realtor who already has Homebot with another lender breaks up with that lender and hires you, because you are going to help them actually monetize their database.

Wally Elibiary: You have seen how to walk away with the intel so you are not wasting time on the wrong realtors. You have seen how to build the whole process so you are generating referrals from clients in process with the fifth page of the 1003, from your past clients, and from your Homebot triggers. And you have seen that I am not a unicorn. Other graduates of the academy have the same scripts and templates.

Wally Elibiary: Why do most loan officers get frustrated and say this Homebot thing does not work, or the triggers do not work, or the fifth page of the 1003 does not work? There is a learning curve, and you either go through it alone or shorten it by following a proven system. In our academy I teach once a week on one main topic: the six-lane highway and how you get business from wealth advisors, the fifth page of the 1003, database mastery and how to build a 28,000-person database having only closed 4,000 mortgages, wealth partner accountability, the client concierge process and how I withdraw over $1 million in commissions from my past client database, and how my technology stack works together. I use Homebot, Mortgage Coach, Sales Boomerang, and BombBomb, and they all work together to monetize past clients. Somebody asked if this also works with HomeIQ. Absolutely, you just need the scripts and templates to do it there.

The loan officer assistant who pays for herself

Wally Elibiary: My loan officer assistant pays me. I do not pay my loan officer assistant. What I mean is that I pay her $5,000 a month as my LOA. She does my fifth page of the 1003 for me. She refers my clients to financial advisors, CPAs, family will attorneys, and insurance agents. She receives the referrals back from those partners and adds them to my calendar. Now she produces $25,000 in commissions for me month after month while I pay her $5,000.

Wally Elibiary: You can do the same thing with your loan officer assistant, or you can do it yourself. The model is really simple. Get a referral in the door, do a great job for that referral, refer it out to your CPAs, financial advisors, family will attorneys, and insurance agents, and you will be able to double or triple your income. From there it is how you build a client concierge team as a department in your office or branch, and how you build a team where your succession plan succeeds.

The mistakes that stop this from working

Wally Elibiary: Here are the top mistakes I watch loan officers make bringing this to life. I made them myself, and you have the opportunity to avoid them. Mistake number one: you think you do not have a database to work, so you work leads instead of building one. I built out 150 different ways to build a database. Remember Matt Balmire. He came from the call center space with no database, no realtor database, and no past client database, and went from zero to $50 million in three years.

Wally Elibiary: Mistake number two: you keep chasing realtors and begging for deals, so you stay the vendor instead of the partner, because you do not have a framework with your realtor partners. The framework is the partner intel conversation, how to talk with a realtor so you become their preferred partner and not just their vendor. Matt Shay, a loan officer in Atlanta, transformed his business and doubled his time off, meaning he did the same amount of business with twice the time away, because he learned to focus on CPAs, financial advisors, family will attorneys, and insurance agents instead of only realtors.

Wally Elibiary: Mistake number three: you refer business out but track nothing, so you do not know which partners are feeding you and which ones to focus on. The answer is a wealth partner referral tracker that we review together weekly. How many referrals did you send out, how many came back, how much revenue did you generate for them, how much value do you bring their business? When Kevin Dwyer, also out of Atlanta, did this, he grew his business 20 percent specifically from financial advisors.

Wally Elibiary: Mistake number four: you do not know how to re-engage or revive your past client database. What do you say, what do you do? Bill Hart, with Movement Mortgage and the author of White Collar Warrior, read my book and called it an absolutely proven system. The answer is the mortgage statement script, which re-engages past clients and gets them to let you do a Homebot onboarding call with them.

Wally Elibiary: Mistake number five: alerts hit your inbox from Homebot, but you do not know what to say, so you freeze. We have all gotten those emails: your client needs a CMA, your client wants to know if the market is hot. Most loan officers freeze, and when you freeze you cannot monetize your past clients. You need the exact words to convert those alerts. Mistake number six: you show up as one of ten guys begging for a realtor's business and they forget you the minute you leave. When Shayla Gifford understood this framework, her response was that it was mind-blowing. The question is how you become the number one referral source for your realtors. If you refer more business out to your realtor partners than they refer back to you, you are going to get so much more business from them.

Wally Elibiary: Mistake number seven: you make the calls but you track nothing. You have no idea how many clients picked up or how many you referred out. The answer is a script and a tracker you review weekly. To be successful you have to have a system. You cannot wing it all the time, and our best coaching clients are the ones who take the system and bring it to life.

Questions from the audience

Question: I know which realtors produce, and they know me, but I do not know how to effectively follow up and engage them to get business.

Wally Elibiary: That is really easy, Brian. The framework I use, and teach my coaching clients, is to sit down with the realtor and say: I know you are the top realtor in town. Here is what I do post-closing for my realtors. Here is how I stay in relationship. Here is the Homebot tool I use, and here are the scripts and templates. Here is how I take these clients and refer them to CPAs, financial advisors, family will attorneys, and insurance agents, because I am a multiplier loan officer, and here is how I get referrals back from those partners that I turn around and refer to you. That framework, those scripts, and those templates are what you are missing.

Question: What does it cost to add realtors to Homebot?

Wally Elibiary: He has a handful of realtors who wanted to sign up with him over the years, but then he never hears from them again. Rob, the biggest thing is how to create stickiness, and the framework you are missing is how to put money in their pocket. I watch loan officers try to win business by their charm, their personality, taking realtors to happy hours and dinners. What I do is put money in my realtor's pocket. I get a referral from the same realtor you do. I tell the realtor that I am going to refer that client to a CPA, a financial advisor, a family will attorney, and an insurance agent, and I get a minimum of one to two referrals back from those four partners. One commission becomes three. At least one, if not two, of those referrals will not be connected to a realtor, so I refer them back to realtor after realtor. You are giving them a $10,000 commission, a $15,000 commission, a $5,000 commission month after month. That is how you build stickiness long term instead of being a shiny object to them.

Question: Are the referral calls with financial advisors and CPAs more challenging for out-of-state clients, and do you modify the script when you are not local?

Wally Elibiary: The flat-out answer is no. If they are in state, I teach how to do a client appreciation event with your wealth partners quarterly, and that is harder out of town. But the scripts are not any different. All you are doing is finding out their biggest goals in their business, who their biggest referral partner is, how you are going to become their biggest referral source, and what they can do in return to help you get business back. I have financial advisors from Atlanta to New York to Florida and CPAs in different states. They still refer me business in Dallas Fort Worth because I put money in their pocket. If you put money in a financial advisor's pocket, they do not care what city you are in. That said, if you are doing the fifth page of the 1003 for a borrower in Dallas, 99.9 percent of the time their financial advisor, their CPA, and their tax attorney are in town. Out-of-state partners are one-offs.

Question: How do you advise realtors to use Homebot? Do you want them doing what you do, or just watching activity in the database?

Wally Elibiary: I teach a Homebot onboarding call. With those 19 triggers, it is me and the realtor, or me and the CPA, in the videos. When a trigger pops up, is my market hot, it is me and the realtor talking about what is going on in the market. Do they want a CMA, it is me and the realtor. It is their database, so the more their clients engage in Homebot, the more triggers they play with, and the more of your content they see. The secret weapon is the Homebot onboarding call. When I onboard a realtor's database, I say, you are onboarding 100 clients, and I am going to reach out on behalf of Homebot and do an onboarding call with your past clients so they understand how to use the technology at a high level. I want them using Homebot at a high level so I get more triggers. Every trigger is a need, and it is my job to fill that need.

Question: How do you get the realtors you are already aligned with or sponsoring to actually use Homebot?

Wally Elibiary: It is those two things. One, do the Homebot onboarding call with their past client database. Every onboarding call, guess what you are doing? You are doing the fifth page of the 1003 with their past clients. You are giving them a referral to a CPA or getting a referral to their CPA, giving or getting a financial advisor referral, with every single person in that realtor's database. You give those referrals to your wealth partners and get referrals back if you follow the scripts and templates. Now you are generating income for yourself and generating referrals and income for your realtor partners, and it all started with their database in Homebot.

Wally Elibiary: A few people asked how big my team is and whether I personally make these calls or a team member does. I will answer as Wally today and Wally in 2019. In 2019, when I was doing $100 million in production, it was me and two production partners, three human beings. Today I have a team of nine total and we do $200 million in fundings a year. Go further back: in 2013, at $36 million, it was just me. In 2014, at $45 million, just me. In 2015, at $81 million, it was me and a loan officer assistant. You do not have to have an army, but you have to spend the best hours of your day prospecting the right realtor partners, through partner intel, that produce the highest results.

Question: I have 8,900 contacts in Homebot, but it is not generating any money.

Wally Elibiary: Sarah, the number one thing is the Homebot onboarding call. Just because they get a Homebot digest, and open it at a high open rate, does not mean they know how to navigate it. On the onboarding call we reach out, walk them through how to navigate Homebot, and get them engaged. The more engagement, the more buttons they click. The more buttons they click, the more triggers happen. It sounds like you got Homebot and thought it was set it and forget it. Homebot is not set it and forget it. Homebot is set it and go get it.

Question: Do you teach how to start finding your financial advisor, CPA, and family will attorney?

Wally Elibiary: Kim, the answer is the fifth page of the 1003. On every loan application I ask: who is your CPA, what do you rate them one to ten? Who is your financial advisor, one to ten? Who is your family will attorney, one to ten? Who is your insurance agent, one to ten? If they say seven or below, whoa, time out. I can do the best job possible helping you with a mortgage, but if you do not have a nine or ten out of ten, you are never going to build generational wealth, so I am going to refer you to my financial advisor. If they say their CPA is a nine, then holy smokes, I help hundreds of families a year, can you put me on a joint email and introduce me to your CPA? Then I can refer my clients to them, and maybe they will give you a discount on their service. That is the number one technique.

Wally Elibiary: The number two technique is getting in relationship with your client's network. Robert Kiyosaki, the author of Rich Dad Poor Dad, said it best: your client's network will determine your net worth. Our client's network, who they know, determines how much money we make. So I say, Mr. Borrower, here is your total cost analysis, here are the three options I built for you, and here is the one you said you want. I see your financial advisor is Patty Sue. I am going to reach out to Patty Sue, introduce myself, let her know I am handling your mortgage, show her the three options and the one you picked, and ask which one she feels we should go with as your financial advisor. What loan officer is having that conversation with a wealth advisor? It separates you from the pack, and it gets you in position to receive referrals from wealth partners.

Question: How many referrals do you give an advisor without receiving one back before you ask them why?

Wally Elibiary: I am not a big fan of guessing, and I am not a big fan of referring out clients and not receiving referrals back. There is a great book by Adam Grant called Give and Take, and I will summarize it. There are three types of people in the world: the givers, the takers, and the people who give and take evenly. Who are the happiest and most successful? Most people answer the givers. But the givers end up getting taken advantage of by the takers, and the takers run out of givers to take advantage of. The most successful and happiest people are the givers who give and take evenly.

Wally Elibiary: When I sit down with a financial advisor, I give them that book. It costs me $20 on Amazon. I say, this is one of my favorite books, it is what I built my business on, and here is a 30-second summary. I want to become a great partner for you, and I want you to become a great partner for me. So I am setting up a Friday call with you. Every Friday we jump on a Zoom or a call, and I say, I referred you two clients this week and got zero referrals from you. How can I earn a referral? Or, I referred you three clients and got one back, how can I earn more? Every single week you are having that accountability call. Not every loan officer does this, but it is how I keep my partners accountable so I am not the only one referring business.

Question: Do you blindly send the new homeowners from your insurance agent's database into Homebot?

Wally Elibiary: No, I do not. 99.9 percent of insurance agents do an annual insurance review 60 days before the renewal. What I get my insurance agent to do is reach out 90 days before, get the client's mortgage statement, and send it to me. I look through it. Is the interest rate too high? Is there monthly mortgage insurance the borrower does not need to pay? Do they need to dispute their taxes? Is the escrow account messed up and they need coaching on it? I put together a total cost analysis for the insurance agent. Then at the 60-day renewal review, my insurance agent pitches me to that client. I get referrals every single time my insurance agent does a 60-day annual review with their past clients. It is a system.

Question: What about business verticals that are not realtors?

Wally Elibiary: Homebot is built for lenders to co-market with realtors, so how do you use a financial advisor's, CPA's, or attorney's database inside it? Back in 2019 through 2021, my workaround was to go into the edit section and re-edit the content so it fit a partner who was not a realtor. But that is how I used to have to do it. About 60 to 90 days ago Homebot rolled out partner intel for wealth partners: financial advisor intel, CPA intel, family will attorney and insurance agent intel. I have rechecked with Homebot, and it is there now.

Question: What do you do with financial advisors who have their own mortgage company, like Morgan Stanley or Merrill Lynch?

Wally Elibiary: That is not who I focus on. There are three types of financial advisors. The first is the asset-based financial advisor, and I run away from those. They might manage $100 million in investments and have 80 high-net-worth clients, but their clients' tax returns are 3,000 pages long with 14 K-1s and no income I can use. That does me no good as a loan officer. The second type is the life insurance type of financial advisor. The third is a combination of both. I focus on the middle one. I am in Dallas, my average loan amount is $400,000, and my buyers do not have millions in investable assets. So I focus on MetLife, New York Life, and most importantly Northwestern Mutual. I learned who to laser focus on. They have normal W-2 borrowers to refer me, and there is so much meat on the bone because they have bigger databases built on life insurance.

Question: Do you have training to teach an LOA their role?

Wally Elibiary: One thousand percent, but my LOAs generate revenue for me. The way we train them, they do loan officer assistant activities for four hours a day and dollar-productive activities for four hours a day. My loan officer assistant, Madison, I pay $5,000 a month, and she generates $25,000 in commissions for me by doing my annual mortgage reviews and my fifth page of the 1003. Every script, template, outline, model, and standard I have taught Madison is what I teach.

Question: I use a loan officer CRM with AI that links to Model Match, plus MBS Highway with the home report and list reports. Is that something you can help with directly?

Wally Elibiary: Yes, but I do not think you need another tool. If you are asking my two cents, take the tools you have right now and lay them over our technology stack with the scripts and templates. If you use MBS Highway and I use Mortgage Coach, the scripts work exactly the same. When I reach out to a financial advisor I say, here is my total cost analysis for ABC borrower, we have a mutual client. Just remove the words total cost analysis, put MBS Highway in there, and follow the script to generate referrals from that financial advisor. You do not need more technology. You need to learn how to monetize your mortgage business with the tools already at your fingertips.

Question: Have you thought about reverse engineering this and coaching realtors to generate leads from the wealth partners in their network, asking for introductions and remaining the centerpiece of the referral network?

Wally Elibiary: Donnie, one thousand percent I do this with realtors. I sit down with a realtor and say, here is the framework I built for getting in relationship with past clients and monetizing those relationships. Most loan officers add you to Homebot and then wait for a trigger to happen. I am not a big fan of doing business on my heels. I do business on the balls of my feet. I will do a Homebot onboarding call with each client in your database. After that call, I will refer that same client to a CPA, a financial advisor, a family will attorney, and an insurance agent. At minimum I get one to two referrals back from those partners, and when I get them, Mr. Realtor, I refer them to you. You have to show them the framework of the onboarding call and how you multiply by referring those clients out.

Question: If a realtor adds 200 clients to Homebot, is your team calling each one to onboard them?

Wally Elibiary: Two answers. In 2019, doing $100 million in volume, I did it myself. I will never ask a teammate to do something I was not willing to do. If you are more than a $100 million producer, I understand if you feel you do not have the time. If you are under $100 million, you definitely have the time. Today, in 2026, my team does it, and my two sons, the 19-year-old and the 20-year-old, do my Homebot onboarding calls and my Homebot trigger leads. I think my sons are brilliant and I love them to death, but it is reading a script, pulling out opportunities, and monetizing your past clients.

Question: Do you prefer co-sponsoring agents or adding their database directly to yours?

Wally Elibiary: One thousand percent co-sponsoring, Chris. If you put them into yours, you cannot do the video of you and that realtor, because everybody else in your database would see it. With the 19 different triggers in Homebot, I want my face and the realtor's face on every one of those 19 trigger videos that go to their database. So when I do the Homebot onboarding call, they have already seen my face and heard my voice. In our mastery class we take those videos and turn them into BombBomb video emails, and now you have a weekly campaign going to the realtor's database with you in it that costs you no money. Then it is triggers after triggers, opportunities and commissions.

Question: My partner intel only shows agents, loan officers, lending companies, branches, and brokerages. Where are the financial advisors and insurance agents?

Wally Elibiary: I would reach out to Homebot onboarding or the help desk and have them walk you through it, since I cannot show you in the middle of a webinar.

Question: Does this work for a loan officer or team inside an FDIC bank, or mainly for independent mortgage banks?

Wally Elibiary: It will massively work at an FDIC bank. Think about what Wells Fargo, Bank of America, and Chase do. You go to the counter for a cashier's check, the teller asks what it is for, you say you are buying a house, and they say you should talk to our loan officer over here. You deposit a big check of $50,000 or $100,000 and they say you should talk to our financial advisor. That is what big banks do. You do that same loan at a big bank or a small bank, wherever you are, and still refer it to a CPA, a financial advisor, a family will attorney, and an insurance agent. You get those referrals back, and I would take them and go land the biggest realtor in town. Month after month you compound your success with a tool that helps you work smarter, not harder.

Wally Elibiary: Travis Newton shared that he started the program about four months ago and went from $52 million to trending toward $70 million in production, and wishes he had started years ago. He is a loan officer and a branch manager, a busy guy, and what he is learning is how to take the time he has right now and put it toward the best use, which gives him the highest return. Everybody have an awesome day. Cheers.